"The refreshed look of Star Utsav channel is aimed at taping and engaging the rural corners, while keeping at pace with the urban audience. Star Utsav is also known as the 'King of Middle India' because of its reach in every nook and corner of the country, and its affordability. Catering to primarily the women audience, the channel's new arrangement is in sync with a schedule designed to mirror the daily routines of its viewers," the channel said in a press note.

Star Gold and Movies OK EVP and GM Hemal Jhaveri had told TelevisionPost.com in an earlier interaction that the network had virtually stopped acquiring Hindi movies due to unrealistic price escalation by producers. “We have not acquired a movie for a very long time. We are going very slow on acquisition. For us, we have ‘Kick’, ‘Singham 2', ‘Bang Bang’ and ‘Bombay Velvet’. So we have enough on our plate for now and even for the next year,” Jhaveri had noted.

Talking about the awards, Star India COO Sanjay Gupta said, “Television and cinema are the two cornerstones of our entertainment ecosystem. Star Guild Awards are extremely prestigious as they are based on peer recognition by members of the Guild. We are delighted to host them once again and our viewers can look forward to an entertaining night on TV.”